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Latest research and digital marketing trends

November 2013

Big developments in mobile and social are creating new ways you can reach people in 2014. Integration of retail into digital gets a boost as Pinterest opens up to retailers, and Google starts tracking in-store consumer behaviour.

What does it mean for your brand or market in 2014? Simply email back your questions to get practical tips from the digital strategists.

The digital channel mix changed massively in 2013, leaving many businesses using outmoded approaches in paid, owned and earned media. We can help keep you on track.

Best wishes from all the Digital Strategy team

Danny
Danny Meadows-Klue
Chief Executive
Digital Strategy Consulting Group

Top stories this monthTop stories this month

www.DigitalStrategyConsulting.com/intelligence

The biggest stories that show how your markets and audiences are changing.

Twitter share price soars 73% on 'TWTR' stock market debut

Twitter's share price rose a massive 73% on its first day of trading on the New York Stock Exchange, closing at $44.90, as the social network exceeded Wall Street's expectations. Watch this video from the Daily Telegraph, showing the Twitter stock float as it happened, below. 08/11/2013 | Full story...

Digital Intelligence - Twitter share price soars 73% on 'TWTR' stock market debut

Pinterest lets retailers embed 'hottest trends' on their websites

Pinterest is opening up its site to retailers for the first time, as the popular online scrapbook begins letting brands capitalise on its user data for the first time. 15/11/2013 | Full story...

Digital Intelligence - Pinterest lets retailers embed 'hottest trends' on their websites

Android app translation tool offered to all developers

Google has made its app translation tool available to all developers, letting brands and individuals reach a much larger international audience. 12/11/2013 | Full story...

Twitter Vs Facebook: Which social media ads are best value for marketers?

Facebook has five times more active users and 10 times as many daily shares as Twitter, but falls short on mobile and engagement compared to its smaller rival, according to new research. 11/11/2013 | Full story...

Digital Intelligence - Twitter Vs Facebook: Which social media ads are best value for marketers

Google tracks mobile shoppers' location to link browsing and buying habits

Google is reportedly testing a tool that uses smartphone location data to monitor when consumers visit stores, providing a vital link between online and offline purchase behaviour. 11/11/2013 | Full story...

Marketing 'getting more complicated': Digital campaigns with 50+ ad versions rise 32%

Digital marketers are managing increasingly complex online campaigns; the number of campaigns that averaged 50 or more ad versions in a single campaign has increased by 32.2% over the last four years, according to new research. 07/11/2013 | Full story...

Digital Intelligence - Marketing getting more complicated Digital campaigns with 50+ ad versions rise 32

Google begins indexing app content: New search channel for marketers?

Google is to start indexing content inside apps, meaning that users will see installed app content appear on their search results for relevant keywords. 05/11/2013 | Full story...

BlackBerry sale collapses as CEO quits

Blackberry has made a surprise U-turn on its planned $4.7bn (£3bn) sale to consortium Fairfax Financial, instead replacing its chief executive and raising $1bn from investors. Watch this video from Bloomberg discussing the move. 05/11/2013 | Full story...

Digital Intelligence - BlackBerry sale collapses as CEO quits

Google reveals KitKat OS update with Nexus 5 smartphone

Google has revealed the latest version of its Android operating system, named after the Nestle chocolate brand KitKat, as part of the launch of its Nexus 5 smartphone. Watch the promo video here. 04/11/2013 | Full story...

Digital Intelligence - Google reveals KitKat OS update with Nexus 5 smartphone

Facebook to track screen cursors?

Facebook is planning to record a user's cursor details when browsing the social network, recording details such as how long users hover their cursors over ads, in a bid to offer better targeted ads while boosting product development. 01/11/2013 | Full story...

VideoVirals

www.DigitalStrategyConsulting.com/intelligence/viral-marketing

When videos go viral they cut through the communication clutter. Getting messages forwarded from friends is the most powerful marketing, and this is the best of what our friends sent us. Send us what impressed you!

British Airways 'look up' outdoor campaign identifies real planes in the sky

British Airways has unveiled new interactive digital billboards that can identify real planes as they fly overhead, courtesy of some technical wizardry. View a video showing the poster in action below. 22/11/2013 | Full story...

Digital Intelligence - British Airways look up outdoor campaign identifies real planes in the sky

Case study: Fyffes turns bananas into comic strips

With the help of an innovative laser-print technique, Fyffes managed to print six different comics on banana skins. This case study looks at how the fruit brand managed to get kids to ditch sweets for bananas. 20/11/2013 | Full story...

Digital Intelligence - Case study: Fyffes turns bananas into comic strips

Van Damme gets 25m views in 1 week with Volvo trucks stunt

As part of its hugely successful 'Volvo Trucks' stunt series on YouTube, the Swedish auto maker hired the 'Muscles from Brussels' himself - Jean Claude Van Damme - to perform an eye-watering stunt between two moving heavy vehicles. 19/11/2013 | Full story...

Digital Intelligence - Van Damme gets 25m views in 1 week with Volvo trucks stunt

Skype tear-jerker chronicles unique friendship forged by video chat

As part of its 'Stay Together' series, this video from Skype tugs at the heart strings, telling the story of a long-distance friendship between two teenage girls, from the US and New Zealand, who were both born with one arm. The emotional impact of the ad has led to over 2 million views so far. 13/11/2013 | Full story...

Digital Intelligence - Skype tear-jerker chronicles unique friendship forged by video chat

Lionel Messi takes on aliens in Samsung's intergalactic soccer match

In its most ambitious campaign yet, Samsung's latest Galaxy viral video pitches football star Lionel Messi against a horde of invading aliens. The campaign is only just kicking off, with more big players set to join the 'Galaxy 11' in what looks like a big budget sci-fi version of 'Escape to Victory'. 12/11/2013 | Full story...

Digital Intelligence - Lionel Messi takes on aliens in Samsung's intergalactic soccer match

How John Lewis learned to make the nation cry... and buy

With the latest John Lewis' Christmas ad hitting both TV and YouTube over the weekend, just how did the retailer manage to achieve such high-profile anticipation and social media comment for a seasonal campaign? This case study from the Institute of Practitioners in Advertising (IPA) interviews some to the people behind the previous festive campaigns. 11/11/2013 | Full story...

Digital Intelligence - How John Lewis learned to make the nation cry... and buy

Cheetos teams with Google Street View for virtual Halloween 'tricks'

To keep up with the US tradition of toilet papering your house on Halloween, snack brand Cheetos teamed with Google maps and Street View to recreate the experience online (without risking vandalism charges). 07/11/2013 | Full story...

Digital Intelligence - Cheetos teams with Google Street View for virtual Halloween 'tricks'

Pepsi Max tells YouTube story with 'Uncle Drew' basketball star

Pepsi is running a YouTube series capturing the life of an old man with seemingly supernatural basketball skills, attracting nearly 40 million views with brand engagement that extends far beyond a 30-second TV commercial. 06/11/2013 | Full story...

Digital Intelligence - Pepsi Max tells YouTube story with 'Uncle Drew' basketball star

Gatorade pushes sport benefits with online fitness training

Energy drink Gatorade has embarked on a new campaign in Italy, offering a free online fitness program to consumers. 21/11/2013 | Full story...

Digital Intelligence - Gatorade pushes sport benefits with online fitness training

AdvertisingAdvertising

www.DigitalStrategyConsulting.com/intelligence/online-advertising

This month unearthed more evidence that online advertisers are not doing enough in terms of accountability. New data indicates that brands are often kept in the dark by their agencies over ROI and margins, while half of digital ads not seen by their intended viewer. Meanwhile, UK retail giant Tesco courted controversy for scanning users' faces to sell targeted ads at checkouts. An Orwellian step too far or smart digital marketing?

Global loyalty trends: Are loyal customers worth more?

How effective are loyalty programs in getting customers to stick with your brand? This research from Nielsen looks at snack and mobile brands across the globe which regions have the most loyal customers. 19/11/2013 | Full story...

Digital Intelligence - Global loyalty trends: Are loyal customers worth more

Asia Pacific demographics: One region, many audiences

This chart shows the breakdown of online audience age in Asia Pacific compared to the worldwide average. India has the highest percentage of young people online, with the 15-24 age group accounting for 37% of India's online audience. 18/11/2013 | Full story...

Digital Intelligence - Asia Pacific demographics: One region, many audiences

Measuring digital ROI - still the biggest challenge for marketers

It was a big challenge in 2003 - and it's still a big challenge today. Across Europe, marketing directors feel unable to measure the return on investment from their digital marketing spend. Many client marketers complain of little insight from their agencies. Digital channels may be working hard, but most companies don't know which ones, and why... 14/11/2013 | Full story...

Digital Intelligence - Advertisers lack transparency needed to prove digital ROI

Half of digital ads 'go unseen' by viewers

Over half (54%) of advertising delivered goes unseen by the intended recipient, according to this new infographic from Infectious Media. 08/11/2013 | Full story...

Digital Intelligence - Half of digital ads go unseen by viewers

Tesco scans customer faces to sell targeted ads at petrol stations

Tesco is trialling new technology that will scan customer's faces at petrol stations to sell targeted adverts shown on screens near the till. Watch this video from BBC click explaining how the technology works. 05/11/2013 | Full story...

Digital Intelligence - Tesco scans customer faces to sell targeted ads at petrol stations

Email and relationship marketingEmail and relationship marketing

www.DigitalStrategyConsulting.com/intelligence/email-marketing

New research shows that Gmail's 'Promotional inbox' is proving a success, as recipients start to browse their inboxes (instead of retail sites) for offers. A new DMA report says marketers should focus on content rather than devices when it comes to email, and we list the top 10 brands for Facebook customer service.

Email marketing trends: Gmail 'teaching consumers to shop from the inbox'

Despite fears that a segregated inbox for marketing messages would switch off consumers, Gmail users are actively searching its new Promotions tab, reading as much commercial email as before, according to new research looking at email marketing trends. 21/11/2013 | Full story...

Digital Intelligence - Email marketing trends: Gmail teaching consumers to shop from the inbox

Email marketing trends: 'Focus efforts on content, not devices'

Email marketers must invest their resources in producing relevant content rather than become fixated on new devices and advances in email technology, if they are to maintain consumer interest in the medium, recent research published by the Direct Marketing Association (DMA) reveals. 12/11/2013 | Full story and data...

Digital Intelligence - Email marketing trends: Focus efforts on content, not devices

Top 10 brands for Facebook customer service

Telecoms firm Personal Argentina was the top brand on Facebook in terms of answered questions minus unanswered questions, according to a new report and infographic from Socialbakers. 08/11/2013 | Full story...

Digital Intelligence - Top 10 brands for Facebook customer service

SearchSearch

www.DigitalStrategyConsulting.com/intelligence/search-engine-marketing

Google updated its voice search this month, as the firm continues its shift to 'conversational search' to cater for the influx of wearable technology set for 2014. The search giant as hit by a $17m fine for tracking Safari users without their permission. New research reveals that a quarter of all UK retail traffic comes from overseas, showing that brands are playing a global game now, whether they want to or not.

Digital marketing formats: Which format generates the most value for marketers?

This chart shows the perceived business value digital marketing channels provide marketers. Marketers' answers were based on a scale of 1-5, where 1 is very dissatisfied and 5 was very satisfied. 19/11/2013 | Full story...

Digital Intelligence - Digital marketing formats: Which format generates the most value for marketers?

Google ramps up iOS voice search to rival Siri

Google's has revamped its iOS app, with features from Android's new software now available on Apple devices, include its most advanced voice search yet along with new alerts and cards. View a promo video for the updated Google Now iOS app here. 07/11/2013 | Full story...

Digital Intelligence - Google ramps up iOS voice search to rival Siri

Quarter of UK retail search traffic 'comes from overseas'

Shoppers are now 'citizens of the world', according to the latest stats from BRC which were released last week and show an increase of 23% in the online search for British retailers from overseas. 01/11/2013 | Full story...

Digital Intelligence - Quarter of UK retail search traffic comes from overseas

Google forced to pay $17m in Safari tracking case

Google has been forced to pay $17m (£10.5m) for tracking Apple's Safari browser users without their permission. 20/11/2013 | Full story...

FacebookFacebook

www.DigitalStrategyConsulting.com/intelligence/facebook-marketing

Just how valuable are Facebook ads? The question has plagued marketers for years, and this month the social network locked horns with reputable research firm Forrester, when a survey ranked it bottom of a satisfaction index. Meanwhile, Zuckerberg's pledge that Facebook 'is a mobile company now' seems to be coming true- half of its revenues now come from smartphones and mobiles.

Social media ROI: Facebook and Forrester in war of words over value of ads

Facebook has hit back against Forrester, after a report from the research firm claimed the social network has 'failed marketers' by neglecting brand pages in favour of paid ad tools. 05/11/2013 | Full story...

Digital Intelligence - Social media ROI Facebook and Forrester in war of words over value of ads

Facebook appoints first UK boss

Facebook has hired former MEC boss Steve Hatch as its first regional director for the social network in the UK and Ireland. 11/11/2013 | Full story...

Facebook mobile ads 'account for half of all revenues'

Facebook's mobile ads now generate nearly half of all the social network's revenues, the company has announced. 06/11/2013 | Full story...

Digital Intelligence - Facebook mobile ads account for half of all revenues

SocialSocial - beyond Facebook

www.DigitalStrategyConsulting.com/intelligence/social-media-marketing

SnapChat continues to grow, with revelations that the photo app rejected a $3bn Facebook bid. The firm has a 70% female audience, with the number of pics shared on the self-destructing image app beginning to rival Facebook.

24 most popular social networks in the world

This chart shows the top 24 social networks by global monthly active users. Facebook leads with almost 1.2 billion monthly users. 21/11/2013 | Full story...

Digital Intelligence - 24 most popular social networks in the world

Snapchat 'rejects $3bn Facebook bid'

Mobile messaging startup Snapchat has reportedly rejected an acquisition offer from Facebook that would have valued the company at more than $3bn (£1.8bn). 14/11/2013 | Full story...

Snapchat photo sharing overtaking Facebook with 70% female audience

More than two thirds (70%) of SnapChat's audience are female, with the number of photos shared on the app doubling to 400 million a day, according to a news report. 22/11/2013 | Full story...

Teens ditching Facebook for WhatsApp - report

Facebook is reportedly seeing a decrease in its daily users, especially teens, who have started to prefer mobile messaging apps like WhatsApp, SnapChat and WeChat, over the social networking giant. 13/11/2013 | Full story...

More top social media stories from this month:

 - Twitter takes on Storify with custom timelines
 - Twitter guide for small business: Get the social network working for you
 - Top 140 UK Twitter influencers: One Direction more powerful than David Cameron?
 - Twitter opens ads to small firms outside US

MobileMobile and tablets

www.DigitalStrategyConsulting.com/intelligence/mobile-marketing

Nokia and Microsoft's mobile deal got the green light from shareholders this month- whether the new electronics giant can rival the likes of Android, Apple and Samsung remains to be seen. Meanwhile, new data shows that over half of all mobile sales occur on iPads, and Samsung continued its work on Android rival Tizen.

Mobile phone brand loyalty for all regions

This chart shows the percentage of people who are completely loyal to a mobile phone brand by region. The Middle East and Africa shows the most loyalty out of all regions analysed with 35%. 27/11/2013 | Full story...

Digital Intelligence - Mobile phone brand loyalty for all regions

Most shared branded Instagram content on social networks

This chart shows the top branded Instagram accounts whose content has been shared on social networking sites other than Instagram. 20/11/2013 | Full story...

Digital Intelligence - Most shared branded Instagram content on social networks

Nokia-Microsoft mobile deal gets greenlight

Nokia shareholders have approved the 5.44 billion euros (£4.5bn) sale of its mobile phone division to Microsoft, as both firms looks to regain lost ground to Google, Samsung and Apple in the mobile sector. 20/11/2013 | Full story...

Over half of mobile email sales made on an iPad

Over half (56%) of mobile online sales originating from a marketing email take place on an iPad, according to new research. 18/11/2013 | Full story...

Samsung gets 36 new firms on-board for Android-rival Tizen

Tizen, a potential new rival to Android backed by Samsung and Intel, has got new 36 companies on board to support the operating system ahead of its full launch planned for 2014, including eBay, Konami, McAfee, Panasonic, and The Weather Channel. 15/11/2013 | Full story...

 - Global smartphone trends: Windows 'now accounts for 1 in 10 devices' across Europe
 - Loyalty gets smart - UK shoppers ditch traditional cards for their phones

Multimedia contentMultimedia content

www.DigitalStrategyConsulting.com/intelligence/content-marketing

Endemol made a big investment in digital in November, as the 'Big Brother' producer looked to move into video on demand channels. Yahoo began a bizarre domain name clear-out (Sandwich.com anyone?) while new data showed that time-shifted TV viewing is now becoming the norm.

Endemol bypasses TV with £25m web video project

Big Brother producer Endemol in investing €30m (£25m) in a group of local and international digital video channels on platforms including YouTube, Yahoo and AOL. 15/11/2013 | Full story...

Yahoo sells 'Sandwich.com' in bizarre domain name clear out

Yahoo is putting over 100 domain names up for auction from 15th November, including potentially lucrative 'sandwich.com', as part of a company 'Domainapalooza' clear out sale. 15/11/2013 | Full story...

Time shifting viewing "becoming the norm"

While most people currently prefer to watch "must-see TV" at the time of broadcast, the signs are that this will soon change, according to new research. 19/11/2013 | Full story...

More top multimedia content stories from this month:

 - Yahoo! revamps homepage with mobile-friendly features
 - US digital trends - Video top activity on PC mobile and tablets
 - Johnston Press woos small firms with 'Digital Kitbag' for marketing

GamingGaming

www.DigitalStrategyConsulting.com/intelligence/marketing-through-gaming/

The battle for the living room got underway this month, with the PS4 and Xbox One console launches set to align digital and TV room habits further. Meanwhile, app games continue to soar, with Apple's App store leading the way as Google Play growth slows.

PS4 breaks records with 1m first-day sales

Sony's PS4 has gone on sale it the US, becoming the fastest selling console ever, breaking first day sales records ahead of rival Xbox One launch next week. Watch this launch video from the Daily Telegraph below. 18/11/2013 | Full story...

Digital Intelligence - PS4 breaks records with 1m first-day sales

Mobile gaming trends: Apple leads way as Google Play growth slows

Apple continues to dominate the mobile app sector in terms of revenue, generating 63% of the sectors revenue through its App Store, compared to 37% from Google Play, according to new research. 08/11/2013 | Full story...

Digital Intelligence - Mobile gaming trends Apple leads way as Google Play growth slows

Xbox One gets global launch as console battle begins

Microsoft's next-generation console, the Xbox One, has gone on sale in the UK as the pre-Christmas battle with Sony's Playstation 4 gets underway. Watch this report from the BBC below. 22/11/2013 | Full story...

Digital Intelligence - Xbox One gets global launch as console battle begins

EcommerceEcommerce

www.DigitalStrategyConsulting.com/intelligence/ecommerce-and-eretailing

With the festive season fast approaching, new research shows that Brits are the biggest mobile shoppers in Europe. Apple has a novel new way of tracking in-store shoppers with iBeacon and a video demonstrates why happy shoppers spend more.

Apple stores to track shoppers with 'iBeacons'

Apple will soon add 'iBeacon' location technology across its retail stores in a bid to boost sales and improve customer experience, according to a new report. 19/11/2013 | Full story...

Global Christmas shopping trends: UK biggest mobile shoppers in Europe

Mobile shopping in set to soar this Christmas, with the UK leading the way in Europe, according to new research. 07/11/2013 | Full story...

Why do happy shoppers spend more?

If retailers and brands want shoppers to spend more, they need to focus first on making shoppers happy, according to a new report. 06/11/2013 | Full story...

Digital Intelligence - Why do happy shoppers spend more

More top ecommerce stories from this month:

 - Christmas ecommerce trends - mobile sales up 80%
 - Google reveals prepaid debit card
 - Flipboard debuts shopping catalogues
 - 'Outdated' Blockbuster back in administration

RegulationRegulation

www.DigitalStrategyConsulting.com/intelligence/digital-marketing-regulation

The patent wars continued this month, with a 'Rockstar' consortium led by Apple and Microsoft ganging up on Google over search copyrights. The US threatened to introduce taxation to adverts, while the UK prepared for shorter .uk domains despite fears over consumer confusion.

Patent wars heat up: Rivals gang up on Google and Samsung

A consortium of tech firms including Microsoft, Apple, Blackberry, Ericsson, and Sony, have teamed up to file a lawsuit against Google and its Android smartphone makers, over the way it matches search terms with relevant advertising. 04/11/2013 | Full story...

Plans for shorter '.uk' address returns despite claims of confusion

Domain name registry Nominet has announced plans to introduce '.uk' address as a shorter alternative to '.co.uk', despite previous claims that the move would cause confusion. 21/11/2013 | Full story...

US advertising costs: Taxation threatens prices

Internet advertising costs could leap if the US Congress discussions about taxing advertising proceed, affecting web advertising. 18/11/2013 | Full story...

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